Apparently because it’s lame, their friends don’t use it, they don’t understand it and it doesn’t help them do anything. That pretty much sums it up.

The question then is what implications do these findings hold for the future of Twitter and, in particular, marketing and business generation on Twitter? Well, while nothing — especially anything involving the Web — is ever crystal clear, one can be pretty certain that unless Twitter radically changes their business model and/or value proposition, it may not have a particularly healthy long-term future with this demographic.

Which, of course, can be just fine. As TechCrunch notes, the conclusion one can draw from these findings is “both obvious and heretical . . . maybe Twitter isn’t for everyone.”

And that points to one of the underlying rules of public relations and marketing — select the most appropriate channel for each specific audience. One size does not and will not fit all. If you think otherwise, then I’d suggest you redirect the budget you’ve assigned to the project. Buy a shovel instead, dig a hole in your backyard and toss money in it. Your efforts will likely be just as productive.